|Course Number||MKTG 6372 - 25061|
|Course Title||Marketing Research|
|Office||Brazos Hall 332 (Sugar Land)|
|Office Hours||Thurs 1PM-4PM Sugar Land/Virtual Office Hours; or by appointment|
Prerequisites for a course exist because the School of Business Administration faculty have determined that the knowledge, skills, and/or exposure students receive through the prerequisites is critical to their success in the course and their ability to contribute to their fellow students' learning experience. In addition, taking your core courses and concentration or elective courses in a prescribed sequence prepares you to integrate the knowledge and skills you are acquiring properly. Students bear the responsibility for verifying that they have the appropriate prerequisites for their courses. Students who enroll in a course without completing the prerequisites risk being dropped from the class at any time during the semester should their lack of prerequisites come to light. In addition, students who enroll without the prerequisites and as a result find themselves at a disadvantage in meeting course objectives will have no redress with the instructor.
Research issues, methods and applications in marketing. The scope of market research, buyer and industrial applications, research methodologies including research design, data collection and analysis, report writing and presentation.
Carl McDaniel, Jr. and Roger Gates, Marketing Research (with SPSS), 9 ed., John Wiley & Sons, Inc, , ISBN 9781118074619(Required)
The Victoria College Bookstore carries textbooks for all UHV SBA courses.
Students may use the publishing information posted above to order their textbooks from their favorite book vendor. However, before doing so you should find out what your vendor's anticipated shipping time is, and what their return policy is. Also, you should not write in or remove shrinkwrap from any textbook or materials you purchase from any vendor until the first class day in the event that:
In addition, be aware that, on occasion, certain outside vendors may substitute an international version of a textbook for the version you have requested without notice. International versions of textbooks may be quite different from the editions we require.
The mission of the UHV MBA program is to provide individuals with the knowledge and skills needed to successfully manage organizations in a dynamic environment by offering an integrated curriculum that blends theoretical concepts with practical applications. Specifically, the MBA program seeks to develop in each graduate the capacity to:
MKT 6372, which is appropriate as an undesignated elective, supports the MBA mission by developing students' ability to evaluate emerging threats and opportunities as well as business operations.
The School of Business Administration is accredited by AACSB International, the hallmark of excellence in management education. AACSB International accreditation represents the highest standard of achievement for business schools worldwide. Institutions that earn accreditation confirm their commitment to quality and continuous improvement through a rigorous and comprehensive peer review. AACSB International accreditation is the hallmark of excellence in management education. AACSB International accreditation adds value to your degree. The AACSB International accreditation standards require you to:
As a result of this course, students will:
Your letter grade is determined using the grade distribution that follows. You can calculate your percentage grade at any time in the semester by dividing the points you have accrued by the total points available up to that point. This percentage is then matched to a letter grade.
|A||90% or higher|
|B||80 to 89%|
|C||70 to 79%|
|D||60 to 69%|
|F||Less than 60%|
|Exams (assessing course learning objectives 1-4)||50 points|
|Project 1: Qualitative Study (assessing course learning objectives 1, 2, 4)||15 points|
|Project 2: Quantitative Study (assessing course learning objectives 1, 3, 4)||20 points|
|Participation (assessing course learning objectives 1-4)||15 points|
We will have three exams, and I will drop your lowest grade. Textbook, lecture notes, data analysis demonstration, handouts, discussions, articles, video, cases, in-class assignments etc. (all together called class materials) are subject to testing.
During the semester you will complete a research project involving a real-life marketing topic. The objective of the project is to make sure that the student has an appreciation of all the stages involved in a marketing research study, specifically, problem formulation, exploratory research, questionnaire construction, data collection, data analysis, and writing a project report. Students are required to complete two individual projects. The first project calls for a qualitative study. Please refer to the project requirement on blackboard for details.
Using the dataset collected by the whole class, each student should conduct his/her own data analysis and write an individual report. Please refer to the project requirement on blackboard for details.
Participation in weekly discussion board is very important and grading of the DB discussion is similar to a face-to-face classroom setting. The total participation grade for our class is worth 15% of the overall grade. I expect each student should read the question and other students' responses, think about the questions, and make their own contributions into the discussion. Each student should add value to a discussion, not rephrase what has already been addressed, nor a simple agree/disagree.
Your capacity to contribute to class discussions is directly related to your commitment to completing all reading assignments by the dates listed on the course schedule. Class participation grades will reflect both the quantity and the quality of your participation.
Make-up exams will only be given at the discretion of the instructor. Students are strongly cautioned to notify the instructor immediately if legitimate and insurmountable obstacles prevent them from participating in a scheduled exam session.
The due dates for all assignments will be strictly followed. Late assignments may or may not be accepted at the instructor’s discretion; should the instructor accept a late assignment, he or she may reduce the grade of the assignment the equivalent of one (1) letter grade for each day the assignment is late.
According to the UHV Student Handbook, students are expected to be diligent in their studies and regular in class attendance. A student whose absences are determined by the instructor to be excessive shall be dropped prior to the last day to drop a course or withdraw from UHV with a grade of W or F. For students enrolled in online courses, "absence" connotes a failure to engage in class participation activities on a weekly basis. If an unforeseen crisis (including family emergencies, professional obligations, and technical difficulties) prevents you from fulfilling your course obligations, you are responsible for alerting your instructor to the reason for and anticipate duration of your absence.
Teaching and learning is a partnership between faculty and students. I will fulfill my partnership obligations by serving as advisor, consultant, mentor and purveyor of general comments and clarifications of difficult or confusing concepts. To this end, I will respond to questions within 72 hours. You will fulfill your partnership obligations by being a fully participative, responsive, helping, and working team member of the class. You should check your UHV email frequently and respond to faculty in a timely fashion. Good business and professional etiquette is expected. No derogatory comments should be made. You may certainly disagree with others in class discussions, and you may state your disagreement (if you choose to); however, please do so in a polite manner.
Homework, take-home exams, case assignments and bulletin board participation all play an important role in your education in this course. They are an essential part of the learning process in that they require the synthesis and extension of concepts. They also help both the student and the instructor to evaluate one’s progress in mastering the material. Past experience indicates that generally the course material cannot be adequately mastered without active involvement on your part.
Discussion of homework assignments with others who are also struggling with them can be highly beneficial and is encouraged. Most real-life problems are solved through team efforts, and it is important to learn how to solve problems cooperatively. The interaction with others working on the same problem often reveals different approaches to common difficulties.
Each student is responsible for maintaining high standards of academic honesty and ethical behavior. In order that each student understands what is (or is not) acceptable behavior, the following guidelines are offered.
UHV’s Student Handbook contains a detailed description of the university’s Academic Honesty Policy. In addition, tutors at the Academic Center (see section below) are available to assist you in providing proper citations for your source materials.
The University of Houston System complies with Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, pertaining to the provision of reasonable academic adjustments/auxiliary aids for students with a disability. In accordance with Section 504 and ADA guidelines, each University within the System strives to provide reasonable academic adjustments/auxiliary aids to students who request and require them. If you believe that you have a disability requiring academic adjustments/auxiliary aids, please contact your University’s student disability services center. University of Houston–Victoria, Office of Disability Services, 3007 N. Ben Wilson St., Suite 133-B University West, Victoria, TX 77901. Office phone – 361-570-4287; E-mail email@example.com; Website - www.uhv.edu/DisabilityServices
Per Texas state law, students will be excused from attending class and other required activities, including examinations, for the observance of a religious holy day, including travel for that purpose. A student whose absence is excused on these grounds will be allowed to take an examination or complete an assignment within one (1) week of the excused absence.
Students who feel they are the victims of sexual harassment may contact the Associate Vice President for Student Affairs at 361-570-4290 and/or the Director of Human Resources/Affirmative Action at 361-570-4800.
Students who have non-academic grievances or complaints may contact Student Services at 361-485-4409.
The Student Success Center offers writing assistance to all UHV students in the form of paper reviews by peer tutors. Tutors will aid students in looking more critically at their own writing to examine issues such as organization, structure, and development of ideas. To submit a document for online tutoring, or to schedule an appointment for face-to-face tutoring, please visit the Student Success Center online http://uhv.mywconline.com/. For more information about the Student Success Center and its library of online resources, visit the Center's Web site at http://www.uhv.edu/ac or stop by Suite 129 (University West in Victoria).
|1||Introduction and Chapter 1: Overview of Marketing Research & Chapter 2: Research Ethics|
|2||Chapter 3: Problem Definition and Research Process & Chapter 4: Secondary Data|
|3||Chapter 5 Qualitative Research|
|4||Chapter 6 & 7 Survey and Online Research|
|5||Chapter 8 & 9 Primary data: Observation and Experiments|
|6||Chapter 10, 11 & 12 Questionnaire Design and Measurement|
|7||Chapter 10, 11 & 12 Questionnaire Design and Measurement (continue)||Exam 1|
|8||Chapter 13 & 14 Sampling|
|9||Chapter 15 Data analysis, Cross-Tabs|
|10||Chapter 16 Hypotheses Testing|
|11||Chapter 17 Regression|
|12||Chapter 18: Multivariate Data Analysis||Exam 2|
|13||Additional topics on Regression & Conjoint Analysis Chapter 19 & 20 Research Report|
|15||Project Preparation||Exam 3|
|16||Final Project due|